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Green retailing has recently become another legitimate differentiator in the [retail] brand equation, andit creates significant quick-hit ROI opportunities as wellRetailers with unique formats and strong brand positioning are increasingly moving into other countries. Many are expanding internationally to escape mature and saturated home markets.
Wholesaling:All of the activities involved in selling goods and services to those buying for resale or business use. Wholesaler:A firm engaged primarily in wholesaling activities.Wholesalers add value by performing one or more of the followingchannel functions: Selling and promoting, Buying and assortment building, Bulk breaking, Warehousing, Transportation, Financing, Risk bearing, Market information, Management services and advice, and set up accounting and inventory control systems.Wholesalers fall into three major groups: merchant wholesalers, agents and brokers, and manufacturers’ sales branches and offices.Merchant wholesaler:An independently owned wholesale business that takes title to the merchandise it handles.Broker:A wholesaler who does not take title to goods and whose function is to bring buyers and sellerstogether and assist in negotiation. Agent: A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods. Manufacturers’ sales branches and offices:Wholesaling by sellers or buyers themselves rather than through independent wholesalers.Although promotion can be critical to wholesaler success, most wholesalers are not promotion minded.The distinction between large retailers and large wholesalers continues to blur. Many retailers now operate formats such as wholesale clubs and supercenters that perform many wholesale functions.Lesson 11: Chapter 14 – Integrated Marketing Communications StrategyCompanies must also communicate their value propositions to customers, and what they communicateshould not be left to chanceCommunications must be planned and blended into carefully integrated programsPromotion mix (or marketing communications mix):The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.oAdvertising:Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. oSales promotion:Short-term incentives to encourage the purchase or sale of a product or service
oPersonal selling:Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships i.e. sales presentations, trade shows, and incentive programs.